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Volvo 'in talks' with NBA superstar Jeremy Lin

Volvo 'in talks' with NBA superstar Jeremy Lin

Published: 15 Mar 2012 10:02 GMT+01:00
Updated: 15 Mar 2012 10:02 GMT+01:00

Swedish auto manufacturer Volvo Cars is reportedly in talks with Asian-American basketball star Jeremy Lin in hopes he will endorse their product and bring greater awareness of Volvo in China.

According to the Bloomberg news agency, sources have revealed that Lin and Volvo are in “advanced negotiations” after reaching a preliminary agreement.

Lin, 23, has shot to sports stardom in what has been labelled as a “Lin-derella story” – rising out of “back-up to the back-up” bench-time oblivion and into the spotlights of New York city’s Madison Square Garden.

When the New York Knicks big name players became injured, 190 centimetre Lin took to the floor and took over, leading the struggling Knicks to a seven game winning streak last month, including outscoring Kobe Bryant with a career high 38 points in a win against the LA Lakers.

Now, Volvo is in talks with Lin in for an endorsement contract.

The Swedish car manufacturer, owned by China's Zhejiang Geely, has noticed the potential market value of Lin to Chinese customers, after the so-called "Linsanity" has swept American fans off their feet and created a resurgence in the Knicks' fanbase.

Lin, whose parents are of Taiwanese decent, is one of a handful of Asian-Americans to enter the National Basketball Association (NBA), something Volvo wants to capitalize on as they expand into China.

China is Volvo’s fastest-growing market, and it is looking to double the sales of its vehicles in the next ten years, according to Bloomberg.

Attempts by The Local to reach Volvo in Sweden for comment were unsuccessful.

The Local/og (news@thelocal.se)

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Your comments about this article

14:57 March 15, 2012 by Max Reaver
OMG Linsanity has reached Sweden!!! Since when has the Swedes become so good at following modern trends in the world, especially in this country where you can't even watch NBA at all (no broadcasting company has purchased the right to view NBA games, due to low public interest). Way to go Lin!!!
16:15 March 15, 2012 by Rod Munch
I'm a huge Lin fan but this is the WRONG time to get him on board for any sponsor. NY just fired their coach, whose system was largely responsible for Lin's success. Lin will be a marginal player in the coming years but hey, looks like he's going to be making some big money off of Volvo! Good for him!
16:31 March 15, 2012 by gpafledthis
Bad newsday huh?? thelocal.se really needs to "get a life" come out from under your bridge or invite a couple of hookahs for a new kinda smoke !!
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